As part of Clover’s 2025 brand evolution, I had the opportunity to contribute to the development and launch of the Create Your Own Luck campaign—a bold initiative designed to empower small business owners by reminding them that with Clover’s tools, success isn’t about luck, it’s about having the right support.

The campaign officially launched on March 17, 2025, introducing our new brand tagline and welcoming Tabitha Brown as Clover’s Chief Empowerment Officer. Tabitha brings warmth, inspiration, and authenticity to the Clover brand—helping to communicate our message to entrepreneurs across the country: you don’t need luck when you’ve got Clover.

As part of the in-house creative team, Proof Point Studio, I ideated alongside my team and served as the lead designer for a unique extension of the campaign: a set of branded tram designs in Amsterdam, created specifically for Money 20/20 Europe. Three fully wrapped trams featuring the Create Your Own Luck creative are now live and running throughout the city during the month of June—bringing Clover’s message to an international audience in a bold, high-visibility format.

This project was a blend of strategy, storytelling, and design execution—bringing together a unifying brand message with compelling visuals, all built to connect with small business owners wherever they are in their journey.